Hasbro Partners Callaway

Pawtucket, Rhode Island-based toy maker Hasbro Inc. (HAS - Analyst Report) has partnered with Callaway Digital Arts to introduce MR. POTATO HEAD Create & Play, a latest interactive application for children.

Callaway has created some of the world’s leading apps including The Monster at the End of This Book and Another Monster at the End of This Book.

The newly launched touch-based application is the first official MR. POTATO HEAD application available in the market. This latest mobile game has various features such as 3D characters, customized selections and user-controlled animations. It can easily be used in iPad, iPhone and iPod Touch.

Hasbro engages in designing, manufacturing and marketing of games and toys. The company principally provides children's and family leisure time and entertainment products and services.

Hasbro is all set to expand its globally recognized brands through several strategic partnerships. In 2012, the company has launched new line of gaming products in U.S., U.K., Australia and Canada in collaboration with the world’s largest social game developer - Zynga, Inc. (ZNGA - Snapshot Report).

Hasbro struck another deal with Volumique, a France-based innovator and provider of technologies, by virtue of which Hasbro attained the rights to deploy Volumique’s proprietary technology and include it in its new line of Hasbro zAPPed Games, based on iconic brands such as BATTLESHIP and MONOPOLY. Hasbro’s management believes that these associations will enhance its coverage in the social gaming arena and restructure its portfolio of gaming products.

Hasbro’s wide range of product line, attractive product associations with popular motion pictures as well as steady penetration into the emerging markets are likely to boost its business moving ahead.

Hasbro, which competes with Mattel Inc. (MAT - Analyst Report) and JAKKS Pacific Inc. (JAKK - Analyst Report), retains a Zacks #3 Rank (Hold). We currently have a long-term ‘Neutral’ recommendation for Harsco.